The Impact of Online Storytelling Marketing Communicaions on Brand Engagementand Advocacy: Case Study Of Diamond Grains Brand
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Abstract
As a result of intense competition in the online market, there has been a decrease in the efficiency and cost-effectiveness of promotional and marketing communication efforts through advertising. Some entrepreneurs, such as Diamond Grains, have thus turned to alternative marketing methods, specifically storytelling, which has led to success in generating brand engagement and loyalty. Nevertheless, empirical evidence regarding the impact of storytelling in online social media marketing on brand engagement and loyalty remains limited, especially in the context of Thailand. The objective of this research were 1) to study the effect of storytelling marketing communications on brand engagement of the Diamond Grains, and 2) to study the effect of storytelling marketing communications on brand advocacy of the Diamond Grains. This study employed a quantitative research method using survey questionnaire to collect data online from samples of 400 people who were followers of the Diamond Grains brands on Instagram and Tiktok official accounts online. Data analysis was performed using descriptive statistics including percentage, mean, standard deviation. Additionally, inferential statistics was employed for hypotheses testing using multiple regression analysis.
The research findings reveal that 1) storytelling marketing communications has a statistically significant positive effect on brand engagement of the Diamond Grains, at a significance level of 0.05, and 2) storytelling marketing communications has a statistically significant positive effect on brand advocacy of the Diamond Grains, at a significance level of 0.05. The results of this study can serve as recommendations for marketers and entrepreneurs to use as guidelines for improving, developing, and strategizing online marketing communications through storytelling. Additionally, researchers or academics interested in the fields of branding and marketing can extend this study to explore variables and contexts that differ from those examined here.
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References
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